IDD Prevention CampaignBelarus experience

2001-2004

Ankara, Turkey, September 2004

UNICEF

Prehistory• 2000 – no information campaigns• 2000 – request from Ministry of Health• 2000, October – development of video PSA aimed to promote benefits of iodized salt

But: the campaign failed,

development was ‘frozen’

Reasons: negative deterrent ‘mood’ of messages, list of illnesses, consequences, dreary ‘picture’• 2000, October – 2001 February, - development of new conception for Informational Campaign

UNICEF

What’s new? for Belarus principally new approach for social advertising: ‘Positive’, non-scary messages Energetic active pace of PSA Impact for action (instead of prohibition) Nice-looking picture with easy to remember music

What’s special? close partnership with MoH close partnership with specialistsdeep commitment and involvement in the issue of executors excellent team

UNICEF

Full cycle campaign includes: cartoon PSA radio jingles print materials:

leaflets A4 leaflets A6 postcards with dissemination wobblers for trading net standers for trading net

Support in print media (interview with specialists, advertising articles, etc.)

theater performances

UNICEF

Constrains Weak national support to the campaign Limited coverage in national mass media Difficulties with PSA placement on air on national TV channels Poor speaking abilities of specialists – cannot provide information to audience in ‘easy-to-digest’ pattern Limited budget

UNICEF

Challenges target audiences – ALL lots of messages in one 30-second PSA to alter boring medical information gender balance – address not only for housewives but all people: parents and children in general wide broadcast WE NEVER PAY FOR BRAODCASTING make our PSA competetive in comparison with commercials

UNICEF

IDD campaign: Slogans:

Iodized salt – one pinch is enough (video)One pinch of iodized salt – your step to good

health(prints)

Timeframe: July 2001- September 2003 – active periodOctober 2003 – present – reminder period

Aim: to inform public about benefits of iodized saltConcomitant aim: breaking stereotypes

UNICEF

Prints – leaflets, postcards

Iodized family: mother father a child pets

UNICEF

Prints - wobbler

Iodized family: mother father a child pets

UNICEF

Prints - billboard

UNICEF

Cartoon PSA

UNICEF

New IDD Campaigns 2004-2005(under development)

Target audiences:

1st campaign - Teenagers

2nd campaign – Families

Young mothers

UNICEF

Teenagers’ Campaign

Characters

• Known-all boy

• Hercules

• Pretty girl

UNICEF